Competing on Customer Experience

Customers always have an experience when they buy from a company – good, bad, or indifferent. The key is managing the experience well. Leading companies see the customer experience as a way to create value for the brand and buyers. In this program, you’ll learn practical ideas, tools, and skills to deliver delightful experiences that drive customer loyalty.

April 23-24, 2019
8:30 a.m. – 4:30 p.m.
Cost: $1,695* covers all course materials and breakfast, lunch and refreshments.

* A 20 percent discount will be given to companies that enroll two or more employees.
* A 10 percent discount will be given to TCU staff/faculty/alumni, U.S. veterans, 501c3 non-profit organizations and government employees.

Who Should Attend? 

This program is for individuals working in all industries whose responsibilities include managing customer interactions with the organization (customer experience, support, strategy, operations, marketing, and sales), as well as any executive who can benefit from a novel perspective on customer experience.

What You Will Learn

Ideas, tools, and skills to create delightful customer experiences.

How You Will Benefit

  • Discover opportunities for new and improved experiences and offerings
  • Design customer experiences that benefit the brand and buyers
  • Differentiate your organization via delightful customer experiences
  • Transform your organization culture and capabilities with a customer focus
  • Get hands-on experience with tools for identifying opportunities, ideating improvements, and implementing change
  • Meet individually with a TCU Faculty Advisor during the program to help develop and apply practical customer experience thinking to your organization.  


  • Seeing Customer Experience Strategically
  • Mapping the Customer Journey to Understand the Customer Perspective
  • Thinking Like a Designer to Solve Customer Experience Problems
  • Getting Beyond Decision Biases to Create Better Experiences
  • Helping Customers Make Choices that Drive Success
  • Gaining Buy-in to New and Improved Experiences

Faculty Leaders

Lance A. Bettencourt
Associate Professor of Professional Practice in Marketing

Prior to TCU, Dr. Bettencourt was a marketing professor at Indiana University and Arizona State University-West. He is also a former strategy adviser with Strategyn, Inc., the pioneer of Outcome-Driven Innovation™, and he was a partner at Service 360 Partners from 2012 to 2017. His research on service excellence and innovation has been published in Harvard Business Review, MIT Sloan Management Review, California Management Review, Journal of Applied Psychology, Journal of Retailing, Journal of Personal Selling & Sales Management, and Journal of the Academy of Marketing Science, among others. He is author of Service Innovation: How to Go from Customer Needs to Breakthrough Services (McGraw-Hill 2010). In his consulting and executive education, Dr. Bettencourt has worked with many of the world’s leading companies to help them uncover innovation opportunities and set marketing strategy. Over the past decade, his clients have included Allstate, Morningstar, Microsoft, TD Bank, Colgate, Kimberly-Clark, Alcon, and many others.

Please contact:

Kalyn McKittrick

Director of Marketing and Engagement